The 10 Steps to a Successful Social Media Marketing Strategy for your Business

The Digital Landscape

• The 3 Phases of the Web

– Phase 1: Portals

– Phase 2: Search Engines

– Phase 3: Social Networks

The Digital Landscape

• The Numbers: What has happened since 1990?– First Website in 1990– 130 Web Sites in 1993– 16 Million Users in 1995– 738 Million Internet users in Asia in December 2009 – 252 Million Internet users in North America in 2009– 90 Trillion – The number of emails sent on the Internet in 2009– 234 Million Websites in 2010– 247 Billion – Average number of email messages per day – 30 Billion – Photos uploaded to Facebook per year 2010– 2.0 Billion Users in 2011

The Digital Landscape

• Google

The Digital Landscape

• Facebook

The Digital Landscape

• Mobile

The “Numbers’ Problem”

• Over 500 million websites• More than 155 million blogs• Nearly 800 Million Facebook Users• 2 Billion Internet Users • 1 Trillion Facebook page views - 2011

The “Noise” Problem in 60 Seconds

• 700,000 searches• 600 Videos are uploaded to YouTube• 80,000 Facebook Wall posts

The Display Ad “Clutter” Problem

The “Technology” Problem

The “Technology” Problem

Problem: We still think Analog!

Why Social Media Marketing?

Why Social Media?

• Social Media Amplifies your Content

Why Social Media?

• Makes you Stand out from the Crowd

Why Social Media?

• Networking on Steroids

Why Social Media?

• Accelerates the Spread of your Brand

Why Social Media?

• It can Position You as an Expert

Why Social Media?

• Your Business Can Self-Publish

Why Social Media?

• Global Word of Mouth

Why Social Media?

• “On the Internet, nobody knows you are a dog”

Why Social Media?

• Facilitates Trust – Edelman Trust Barometer

The Foundations and Approach to Social Media

The Foundations and Approach to Social Media

• Content

The Foundations and Approach to Social Media

• Search

The Foundations and Approach to Social Media

• Social

The Foundations and Approach to Social Media

• Publish to Multiple Networks

The Foundations and Approach to Social Media

• Publish a Variety of Multi-Media Content

The 10 Steps to a Successful Social Media Marketing Strategy

Step 1

• Establish a Clear Focused Vision

Step 1

• Establish a Clear Focused Vision

Nike’s Vision

“To bring inspiration and innovation to every athlete in the world. If you have a body, you are an athlete”

Step 2

• Obtain Commitment from Management

Step 3

• Determine Prospects & Customer Personas

Step 4

• Create and Prioritize Goals

Step 5

• Develop Tactics to Achieve Goals

Step 6

• Resources Allocated to Achieve the Goals

Step 7

• Plan and Create Content

Step 8

• Publish and Promote on the Social Networks where your Customers are

Step 9

• Measure and Monitor the Results

Step 10

• Modify, Rinse and Repeat

Social Media Marketing Tools and Tactics

Social Media Marketing with Facebook

Social Media Marketing with Facebook

• Why Use Facebook?– Business Page – for spreading your content– Multi-Media rich – It is where one in three internet users hang out– Self Serve Target Ads with user demographics

Facebook Social Media Marketing – B2C

• Facebook Tips for B2C Companies1. Welcome page

2. Provide an incentive for growing your Facebook “Likes”

3. Capture email subscriptions for your database

4. Offer specials

5. Publish content daily

6. Crowd sourced market research

7. Sell products on your Facebook store

8. Provide rich multimedia

Facebook Social Media Marketing – B2C

• Victoria’s Secret

Facebook Social Media Marketing – B2C

• Threadless

Facebook Social Media Marketing – Personal Brand

• Mari Smith

Facebook Social Media Marketing – B2B

• Facebook Tips for B2B Companies1. Video Channel with “How To” Tutorials

2. News Updates in Your Industry

3. Provide an Incentive for Growing your Facebook “Likes”

4. Capturing Email Subscriptions for your database

5. Targeting Decision Makers through Paid SMM

6.  Market Research and Surveys

7. Promote your Thought Leaders

Facebook Social Media Marketing – B2B• Case Studies - Publishing Content Linking to the Blog or Website

– Goal: Position company or personal brand as a thought leader

Social Media Marketing with Facebook – B2B• Case Studies – Clear Risk

– Goal: Capture email subscribers and Facebook “Likes”

Social Media Marketing with Facebook – B2B• Case Studies – General Electric

– Goal: Promote Thought Leaders

Social Media Marketing with Facebook – B2B• Case Studies – Get Satisfaction - Internet Software Company

– Goal: Provide customer service

Social Media Marketing with Facebook – B2B• Case Studies – Cisco

– Goal: Educate with Online Video within Facebook

Social Media Marketing with Twitter

Social Media Marketing with Twitter

• Why use Twitter?– A global network of 500 million plus users– You can target industries and niches– Monitor the competition– It is global– It is real time– It is a great tool to market your blog content– It is simple

Social Media Marketing with Twitter

• 5 Tips for Optimizing Twitter1. Include a photo or logo

2. Add your Facebook or Website’s URL

3. Write “Great Headlines”

4. Make sharing easy with a “ReTweet” button

5. Include “Follow me on Twitter” buttons on your blog

Social Media Marketing with Twitter

• Twitter Marketing Tips1. Develop a targeted Twitter following

2. Listen, engage and communicate and build loyal followers in your community

3. Create a live feed on the corporate brand name to see what the world is saying about you

4. Tweet your online specials that link to a landing page

5. Tweet your content

6. Network and Create contacts on Twitter by retweeting their content

Social Media Marketing with Twitter

• Twitter Tools

Social Media Marketing with Twitter• Case Studies – jeffbullas.com

– Goal: Drive traffic to the blog and networking

Social Media Marketing with Twitter• Case Studies – dell.com

– Goal: Sell Product that can be tracked with coupons

Social Media Marketing with LinkedIn

Social Media Marketing with LinkedIn

• Why use LinkedIn?– Over 150 Million professionals are members– Great for networking professionally – Finding opportunities– Positioning as an expert with over 800,000 groups– Integrate your other sites Website, Blog and Facebook – Average income is over $100,000

Social Media Marketing with LinkedIn

• Setting up and Optimizing LinkedIn– Create a public profile (don’t lock it away) – In your homepage activate your Twitter link – Activate your blog feed to your homepage on LinkedIn– Integrate “SlideShare” into LinkedIn

Social Media Marketing with LinkedIn

• LinkedIn Marketing Tips– Update your posts on LinkedIn after publishing– Participate in one of the 800,000 groups that is suitable for your target

audience– Create your own group that doesn’t sell but provides a forum for your

industry niche

– Create Exclusive Content that requires registration

– Advertise on LinkedIn from as little as $10 per day– You can target by

• Geography

• Industry

• Job Function

• Job title

• LinkedIn Groups

Social Media Marketing with LinkedIn

• LinkedIn Case Study B2B: Post Card Mania– Create compelling content– Build contacts– Join groups and contribute– Cold message contacts

Results: In 12 Months they have generated 600 leads from a B2B audience

Social Media Marketing with LinkedIn

• LinkedIn Case Study B2B: Post Card Mania– The Post on LinkedIn

Social Media Marketing with LinkedIn

• LinkedIn Case Study B2B: Post Card Mania– The Landing Page

Social Media Marketing with YouTube

Social Media Marketing with YouTube

• Why use YouTube?– Second largest search engine in the world– Easier to rank higher in organic search than Google– The younger generation would rather poke their eyes out than

read a paragraph of text – provide short videos– “How To” category is the fastest growing segment– Can be branded

Social Media Marketing with YouTube

• Setting up and Optimizing YouTube1. Create your own branded YouTube Channel

2. Link to your Blog, Facebook Fanpage or your website to make it easy for people to link back to your site

3. Put the category such as [Social Media Marketing] in Brackets before each Title of your video

4. Put “Tags” in your video tags section, make them relevant to your video title

5. Again promote your YouTube video on Twitter and place them on your blog in a Video or YouTube Channel section

Social Media Marketing with YouTube

• YouTube Marketing Tips1. Interview senior people in your industry – promote them, the

law of reciprocity

2. Create information videos that inform clients while you sleep – leverages your time

3. Create Educational videos demonstrating expertise and thought leadership

4. Include videos in your online store to showcase and demo products (can increase conversion rates by 10-30% (Case Study: Online shoe store Zappos)

Social Media Marketing with YouTube

• YouTube Case Study: Orabrush

Social Media Marketing with Slideshare

Social Media Marketing with Slideshare

• Why use Slideshare?– It is the “YouTube” for PowerPoint– Presentations position you as an expert– Optimal for B2B– Good for optimising content for search

Social Media Marketing with Slideshare

• Slideshare Marketing Tips1. Turn your posts into PowerPoint presentations and post them

to SlideShare2. Write a good headline both on the presentation itself and the

title area3. Include keyword tags that would be used to find the

presentation4. Promote your presentations on Twitter5. Allow viewers to download your presentation to assist in

making it easy for people to share6. Post them to your Facebook page7. In choose a license make it  CC (Creative Commons) License

so people can use your content and then attribute and link to your blog

Social Media Marketing with Blogs

Social Media Marketing with Blogs

• Why Blog?– To establish a home base that you own– Personal branding eg”jeffbullas.com”– Position you as a thought leader in your niche– Establishes authority– Google likes fresh unique content – Easy to use– Builds an online asset

Social Media Marketing with Blogs

• Setting up and Optimizing Your Blog– Buy your own domain name – Blog as part of your primary website domain– Purchase a WordPress theme – Post content regularly – Promote your Blog on Twitter regularly– Include social media share and subscribe buttons – Build your email subscriber database

Social Media Marketing with Blogs

• Blogging Marketing Tips1. Solve problems with your posts. What do your customers worry

about?2. Provide “How To” articles3. Write great headlines4. Write easy to read articles5. Use multimedia embed videos, images and screen shots6. Send out posts instead of static email newsletters that drive traffic

to your site and drive comments7. Post after publishing to other social media channels, Facebook

page, Google+, LinkedIn, Twitter (manually)8. Create evergreen content9. Be focused (stay on topic) 10. Repurpose offline and publish it online

Social Media Marketing with Blogs – Personal Brand• Case Studies – jeffbullas.com

– Goal: Create a personal brand online and create global opportunities

Social Media Marketing with Blogs – B2B• Case Studies – Hubspot – software as a service for small to medium business

– Goal: Create great content that drives link building and positions the brand

Social Media Marketing with Blogs – B2C• Case Studies – Southwest Airlines

10 Takeaways

1. Strategy not just tactics

2. Content is the foundation

3. Optimize for search

4. Make it easy to share

5. Think like a publisher

6. Build an online asset

7. Publish where your customers are

8. Implement the Hub & Spoke model

9. Use paid as the catalyst

10.Be patient and persist

How Could You Use Social Media Marketing… To Put a Dent in the

Universe?

Twitter: @JeffBullas